11 Vital Things To Remember When Repurposing Evergreen Content, as seen on Forbes

August 5, 2020 Latané Conant

The word "evergreen" is used to describe timeless content. Specific topics lend themselves to evergreen content, and companies should be aware of what pieces they have that qualify as evergreen.

Even so, this type of content does not warrant itself to a “set it and forget it” type of strategy. Strategically, evergreen content should present an expert point of view on a topic and should be regularly updated to reflect the latest developments surrounding that topic in order to garner clicks throughout its life.

What else does a company need to figure out before it adapts its evergreen content for its strategic marketing? These 11 members of Forbes Communications Council dissect the vital considerations that companies should keep in mind when going this route. 

1. Make It Unique, Authentic And Sticky

Evergreen content should always have dimension. As you consider that someone may see this content multiple times, create something that is thoughtful and that has depth and personality. The worst possible thing would be to have content that puts people to sleep. There is an art to creating something that people want to reread, rehear, rewatch, reconsider. It’s unique, authentic and “sticky.” - Megan Rokosh, Havas

2. Use Different Formats And Visuals

Repurposing content that had good traction saves time and money. Take your popular assets and repackage them. For instance, you can compile popular posts into an infographic of H1 2020 tips or convert nuggets from a popular blog into a whiteboard video. People like different formats, visuals, podcasts on the go, etc. - Gily Netzer, Cymulate - Continuous Security Validation

4. Put Yourself In The Reader's Shoes

Repurposing content makes sense when the information is applicable to the current times and gives people actionable advice. It’s important to write from the reader's perspective, not your own. If communication leaders want people to read more and share with others, apply customer experience (CX) best practices. Solve their problems, not your agenda. - Stacy Sherman, Customer Experience Expert

5. Consider Your Target Audience's Industry

It’s important to consider who you’re talking to, what industry they’re in and what issues they may be facing. Taking a piece of content and tweaking it to include a customer case study in different verticals can speak to those directly in each of those industries. These can highlight current customers and speak to potential ones while still capturing the essence of the original message. - Anna Luo, Jivox

6. Make It Timely And Newsworthy

Make it timely and newsworthy. And say something of substance. To become an expert voice, you have to build trust and credibility by offering insights and thoughts on newsworthy topics without being promotional. When you have something to share, make sure it has substance and isn't generic talking points that don't help to move the conversation forward. - Charlie Terenzio, Newswire

7. Start With A Good Hook

Start with a good hook. If the evergreen content is high quality, there is very little that needs to be modified in the "meat" of the content. But in order to get your clients and prospects to reread that relevant content, you need to start with a timely, engaging hook. Don't just focus on current events – instead, go deeper and find a timely hook based on your clients' issues they may be facing. - Patrick Ward, Rootstrap

8. Find Ways To Upcycle Content

Instead of purely recycling old content, think of ways to "upcycle" it. Use your creativity to add additional edge into the evergreen content through new examples, interesting use cases and fascinating testimonials. As long as the content doesn’t seem stale and stagnant, clients will enjoy and learn from it. - Preeti Adhikary

9. Review Through The Lens Of Current Events

While evergreen content is relevant at any given time, ensure you’re reviewing the topic at hand with the lens of major events or movements happening around you. Doing some quick research to get a pulse on the current social, cultural or political landscape will help inform your publishing strategy and ensure your content is received in a positive light. - Andrew Caravella, Sprout Social

10. Update Statistics, Keywords, Examples

Try to make your content relevant for today – this includes updating statistics (and their sources), case studies or examples and new SEO keywords, as well as adding in any new information that has come to light since you originally published your piece. A timely hook also helps grab your audience's attention. - Roshni Wijayasinha, Foxquilt

11. Use Buyer Insights From Predictive Analytics

With buyer insights from predictive analytics, we can refresh content to hammer home the specific points relevant to each buyer and deliver content at the right time in their unique journey. Great content on how you compare to the competition will fall flat if surfaced too early. By personalizing content for timing, we can bring new life to evergreen content. - Latane Conant, 6sense

About the Author

Latané Conant

Latané Conant is the Chief Market Officer of 6sense and author of the bestselling book, No Forms. No Spam. No Cold Calls. She’s passionate about empowering marketing leaders to confidently lead their teams, company, and industry into the future. Latané is laser-focused on leveraging technology and data to build marketing programs that result in deals, not just leads. She’s known across the industry for her creativity, competitiveness, and boundless energy.

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